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'Pell Mell' " comes out in staccato phrases. With such a variety of vocal styles — delivered by a full chorus of 12 voices — a listener is hard-put to ignore the commercial's lead-in.
5. Equitable Life Insurance
According to Equitable's employee house organ, 10rv of the company's business in 1948, 1949, and 1950 is directly attributable to their network program This Is Your FBI. This is an average; actual, percentages have increased from 9.39? in 1948 to 11.7', in 1950.
For the past six years. Equitable has used This Is Your FBI (ABC, Friday 8:30-9:00 p.m. I as a vehicle for straight-forward, carefully planned-inadvance commercials. Each type of insurance service is plugged for a 10week cycle, making five campaigns a year. Salesmen know a year in advance what type of insurance will be pushed during a particular period; they can therefore tie-in their sales efforts with the program. And the company does everything it can to ensure that maximum use is gotten from the show. It merchandises the program thoroughly with sales meetings and literature for its agents.
The Equitable commercials, written by Warwick & Legler, make no bones about being a sales pitch. Opening commercials actually warn the listener of the middle one to come. A recent opening went like this: Keating: "Most people (we know) have strong opinions about radio commercials. If you're that way, we'd like your opinion about the middle commercial on this Equitable Society program. It deals with the Equitable Education Fund — the painless way to pay for your boy or girl's college education. See if you don't agree that this commercial is (sincere and straightforward — and) packed with helpful information. . . . See if you don't agree that it performs a real service for parents who are concerned about their children's future. You'll hear this informing message from the Equitable Society in about 14 minutes." Middle commercial of this particular program uses a college-age youth reading a letter to his folks aloud — "these years here at college have been wonderful, etc." Announcer Keating interpolates several of the economic benefits that come to college graduates, without talking directly to the youth.
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